Joules aims to double international sales

Joules plans to double its international sales over the next few years to bring it to 20% of group revenue.

The British lifestyle brand reported that group revenue rose 19.6% to £157m for the year to 28 May 2017 year on year – ahead of previous forecasts of £152m.

US and German sales represented 10.6% of total sales.

Joules chief executive Colin Porter told Drapers: “Our strategy now is to build the brand abroad, where it doesn’t have the 30 years of heritage it has established in the UK.

“We will support this with social media and work closely with our retail partners on marketing strategies.”

Joules launched in 50 branches of US department store chain Dillard’s 330 stores for autumn 16, and has expanded into 60 Nordstrom stores with wellingtons and outerwear for spring 17. It was previously only available online at Nordstrom.

Porter also outlined plans to develop its nightwear and swimwear product ranges, as well as adding home and gifting categories. He cited product expansion as a “key area of growth”.

British lifestyle brand Joules has announced a 17.6% rise in revenues to £113.1m for the six months to 25 November 2018, as the success of the brand’s “total retail” model offset challenging market conditions.

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